北京居然之家线上线下销售管理模式研究[摘要]随着中国改革发展的持续深入推进，城镇化成为了打破城乡二元化社会的一剂良方，已经成为了未来发展的大势所趋。在村民进城上楼的同时，背后则是数以万计的家庭对各类家居建材的刚性需求，使得国家对家居建材行业的未来发展趋势看好。在这样持续向好的势头下，居然之家评价家居建材行业“领头羊”的，继续在线上、线下开拓自己的渠道市场，却遭遇了不少阻滞，严重制约了居然之家的短期扩张与长远发展。本文以北京居然之家为具体研究对象，综合运用文献查阅、案例分析、实地调研及问卷调查等研究方法，深入分析北京居然之家线下销售管理的优势、劣势，机遇以及挑战，再通过对比分析方法研究北京居然之家线上销售管理与淘宝家居、美乐乐以及齐家网三家竞争平台的优势、劣势对比，进而针对性的提出了强化线上线下渠道成员沟通机制、线上线下产品统一化、做好线下宣传、实现线上引流以及创新O2O加速线上线下渠道融合四项有效对策。[关键词]居然之家线上线下销售管理模式ResearchonthemanagementmodelofonlineandofflinesalesofBeijingEasyhome[Abstract]WiththecontinuousdeepeningofChina'sreformanddevelopment,citiesandtownshavebecomethetrendofthefuturedevelopmentinordertobreakagoodprescriptionforthetwoyuansocietyinurbanandruralareas.Whilethevillagersgotothecitytogoupstairs,therearetensofthousandsoffamilieswithrigiddemandforallkindsofhomebuildingmaterials,makingthecountrygoodforthefuturedevelopmenttrendofthehomebuildingmaterialsindustry.Inthiscontinuousgoodmomentum,thehomebuildingmaterialsindustryofthehomeevaluationofthe"leader",continuingonlineandofflinetoopenuptheirownchannelmarket,butencounteredalotofblock,seriouslyrestrictingtheshorttermexpansionandlong-termdevelopmentofthefamily.TakingthefamilyofBeijingincrediblyasthespecificresearchobject,thispapercomprehensivelyusesliteraturereview,caseanalysis,fieldinvestigationandquestionnairesurveytoanalyzetheadvantages,disadvantages,opportunitiesandchallengesofthesalesmanagementundertheBeijinghomeline,andthenstudyBeijing'shomelinethroughcomparativeanalysis.TheadvantagesanddisadvantagesoftheuppersalesmanagementandthecompetitiveplatformofTaobao,MeileandQijianetworkarecompared,andthenfouritemsareproposed,whicharetostrengthenthecommunicationmechanismoftheonlineandofflinechannelmembers,theintegrationofproductsonthelineandline,thepublicityoftheline,therealizationoftheonlinedrainageandtheintegrationoftheinnovativeO2Oline.Effectivecountermeasures.[Keywords]incrediblyhomeonlineandofflinesalesmanagementmode目录一、销售管理相关理论概述................................................1（一）销售管理相关含义................................................1（二）销售管理模式....................................................11．传统销售管理模式.................................................22．网络销售管理模式.................................................23．直销管理模式.....................................................2（三）线上线下融合发展的模式..........................................31．线上线下销售管理模式定义.........................................32．线上线下融合发展的主要模式.......................................3（四）销售管理的意义..................................................41．销售管理是促进企业进步的重要因素.................................42．销售管理是决定企业存在和发展的重要条件。.........................43．销售管理是企业生存保障...........................................4二、北京居然之家线上线下销售管理模式现状................................4（一）北...
